The existing body of knowledge in strategic planning about such design processes is relatively weak.
For example, the essential problem today’s organizations face with respect to strategic questions
about their business models and their evolution is not that of choosing between several known
business models in an industry—that would require a decision attitude, which managers have already
mastered. Rather, the core issue many organizations face today is the lack of a process that allows
them to come up with entirely new and viable business model alternatives from which to choose. This
type of problem requires a design attitude such as Martin (2009) and Boland, Collopy, Lyytinen, and
Yoo (2008) already propose and examine in general management. Their “managing as designing”
paradigm is an important step, but it must be refined and investigated more specifically for strategic
planning and business model design.